中国银行SY分行银保融资产品营销策略研究

发布时间：2018-04-15 05:37

本文选题：中国银行SY分行 + 银保融资产品　；参考：《辽宁大学》2012年硕士论文

【摘要】：随着全球经济一体化的逐步深入,各金融机构出现的相互融合的趋势,正在加快发展。根据市场需求的不断变化,业务品种的不断创新,银行与保险公司的业务合作越来越密切,其中日渐兴起的供应链融资业务,也嵌入了许多保险元素。借助保险手段,为链条中核心客户的上下游企业应收账款管理提供金融服务,延伸银行服务链条,有效拓展客户,极大的丰富了银行融资模式。综合经营适应了客户需求的多元化,适应了市场竞争的需要,也适应了银行风险分散、收入多元化的要求。因此各种银保融资产品被开发出来,综合经营将成为不可逆转的发展趋势,银保合作显示出强大的发展后劲。中国银行是较早开展多元化经营的商业银行,为顺应国内贸易市场需求大环境的变化,适时组合创新公司金融产品推出了以供应链融资为依托的银保融资系列产品。本文以中国银行SY分行银保融资产品的市场营销为例,首先对中国银行SY分行银保融资产品的发展现状进行简要介绍,然后分别从外部、内部以及竞争环境等几个方面对中行SY分行的银保融资产品营销环境进行分析,并运用SWOT矩阵确定最优组合战略。结合STP、4PS等理论根据中国银行SY分行的实际情况,确定其目标客户和市场定位；结合前面分析,从市场营销的产品、价格、渠道和促销四个角度,确定适合中国银行SY分行银保融资产品的营销组合策略。最后对中行SY分行银保融资产品营销策略的实施,从措施和保障两方面加以研究论述。中国银行SY分行银保融资产品的营销策略研究对于以产品带动营销作为切入点,推动中国银行SY分行贸易融资业务的发展,促进我行产品线、客户线和渠道线的进一步整合,实现集团多元化服务、一体化经营,具有重要的理论和实际意义。
[Abstract]:With the gradual deepening of global economic integration, the trend of convergence of financial institutions is speeding up development.According to the constant change of market demand and the innovation of business variety, the business cooperation between banks and insurance companies is getting closer and closer. Among them, the rising supply chain financing business also embed many insurance elements.By means of insurance, this paper provides financial services for the upstream and downstream enterprise accounts receivable management of the core customers in the chain, extends the banking service chain, effectively expands the customers, and greatly enriches the bank financing mode.Comprehensive management adapts to the diversification of customer demand, the need of market competition, and the diversification of bank risk and income.Therefore, all kinds of bancassurance financing products are developed, comprehensive management will become an irreversible development trend, bancassurance cooperation shows a strong development stamina.Bank of China is an early diversified commercial bank. In order to adapt to the changes of the domestic trade market demand, timely combination and innovation company financial products have launched a series of products based on supply chain financing.Taking the marketing of Bank of China sy branch as an example, this paper briefly introduces the development of bank guarantee financing products in Bank of China sy branch, and then from the outside,This paper analyzes the marketing environment of Bancassurance financing products in Bank of China sy branch and uses SWOT matrix to determine the optimal combination strategy.According to the actual situation of sy branch of Bank of China, the target customer and market position are determined by combining with the theory of STPN4PS, and combined with the previous analysis, from the four angles of product, price, channel and promotion of marketing,To determine the appropriate marketing mix strategy for Bank of China sy Branch Bancassurance financing products.Finally, the implementation of Bancassurance financing product marketing strategy in Bank of China sy Branch is discussed from two aspects: measures and guarantees.Research on the Marketing Strategy of Bank of China sy Branch Bancassurance financing products; to promote the development of trade financing business of Bank of China sy Branch with product-driven marketing as the starting point, and to promote the further integration of our bank's product line, customer line and channel line,It is of great theoretical and practical significance to realize diversified services and integrated management of the group.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

【参考文献】